مدل تجربه آنلاین مشتری در دوره کوید19

نوع مقاله : برگرفته از پایان نامه و رساله

نویسندگان

گروه مدیریت بازرگانی، واحد تهران مرکزی، دانشگاه آزاد اسلامی، تهران، ایران .

10.34785/J018.2022.292

چکیده

شناسایی رفتار مشتری بخصوص تجربه مشتری، پیشرانی حیاتی برای بقا و سودآوری شرکت‌ها بشمار می‌رود، ابعاد و تم‌های این سازه بسیار پویا و متغیر بوده و شکل‌گیری آن به شرایط زمینه‌ای وابسته است. هرچه شرایط محیطی ناپایدارتر باشد، شناسایی صحیح و بموقعِ رفتار مشتربان، اهمیت بیشتری پیدا می‌کند. در دوران بحران‌های فراگیر تاثیر پذیری رفتار مشتریان از عوامل محیطی بسیار شدید است، به دلیل الزامی بودن وضع مقررات جدید مانند منع تردد و فاصله‌گذاری اجتماعی در طی بحران فراگیر بیماری کووید19 ، مشتریان از خرید در بستر آنلاین استقبال کردند. بدنبال آن شناسایی رفتار مشتری بیش‌از پیش مورد توجه صاحب‌نظران و محققان قرار‌گرفت. هدف پژوهش حاضر، شناسایی ابعاد و تم‌ها و ارائه مدل تجربه آنلاین مشتری در دوره کوید19 است. از رویکرد پژوهش کیفی فراترکیب برای ارزیابی و تحلیل نظام‌مند پژوهش‌های پیشین استفاده ‌شد. جامعه تحقیق شامل تمام مقالات و پژوهش‌های مرتبط با موضوع تحقیق است. با بررسی 36 مقاله منتخب از 326 مقاله اولیه، در مجموع 7 بعد، 18 تم و 63 کد شناسایی گردید. اعتبار و اعتماد این ابعاد و تم‌ها و کدها تایید شد (kappa=0.71). با تکنیک آنتروپی‌شانون کدها رتبه‌بندی شده و میزان حمایت پژوهش‌های پیشین از یافته‌‌های تحقیق محاسبه گردید. در این تحقیق دو نکته مهم بدست آمد، اولا در مدل تجربه آنلاین مشتری در دوره کوید19 ابعاد هفتگانه تجربه شرکت، تجربه سایت‌اپلیکیشن تجربه محصول/خدمت، تجربه امنیت، تجربه پرداخت، تجربه اطمینان بهداشتی و تجربه احساسی است، وجود دارند، که دسته‌بندی جدیدی است. ثانیا ابعادو تم‌های این مدل با مدل‌های پیشین این سازه تفاوت قابل توجه دارند.

کلیدواژه‌ها

عنوان مقاله [English]

Online Customer Experience model in times of Covid19

نویسندگان [English]

  • faezeh Mohammadi
  • Sina nematizadeh
  • seyed abbas Heydari
  • hosein safarzadeh
Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
چکیده [English]

Identifying customer behavior, especially customer experience, is a vital driver for the survival and profitability of companies. The dimensions and themes of this construct are very dynamic and changeable, its forming depends on the contextual situation. The more the environmental conditions are unstable, the more correct and timely identification is important. During pervasive crises, the impact of environmental factors on customer behavior is drastically severe. Customers are interested in online shopping due to the obligation made by new regulations: curfews and social distancing during the Covid 19. Subsequently, identifying customer behavior became more and more important to experts and researchers. The purpose of the study is to identify the dimensions and themes, and providing a model for online customer experience in this critical era. The qualitative meta-synthesis research approach was employed to systematically analysis and assessment of previous researches. The research population includes all relevant articles and researches. By reviewing 36 selected articles among 326 initial articles, 7 dimensions, 18 themes and 63 codes were identified. Validity and trust of the dimensions, themes and codes were confirmed (kappa = 0.71). The codes were ranked using Shannon entropy technique, the level of support of previous researches for the research findings was calculated. In this study, two important results were obtained. First, during Covid19, there are seven dimensions in the online customer experience model, including company, app/site, product/service, security, purchase, hygiene, and emotional experiences, revealing a new categorization. Second, the dimensions and themes are significantly different from previous models of this construct.

کلیدواژه‌ها [English]

  • Covid19
  • Meta-Synthesis
  • Online customer experience

مراجع

آذر، عادل (1383). بسط و توسطه روش آنتروپی شانون برای پردازش داده‌ها در تحلیل محتوا، فصلنامه علمی پژوهشی علوم انسانی دانشگاه الزهرا (س)، 11(37 و 38).
خدامرادپور، مژگان؛ محرم زاده، مهرداد و یکتایار، مظفر. (1399). رابطه پیشران‌های کلیدی تجربه مشتریان باارزش درک‌شده و وفاداری آنان (مطالعه‌ای از بازیکنان لیگ برتر فوتبال به‌عنوان مشتریان داخلی باشگاه‌ها). مطالعات رفتار مصرف‌‌کننده، 7 (1)، 72-88.
خنیفر، حسین و مسلمی، ناهید (1396). اصول و مبانی روش‌های پژوهش کیفی، انتشارات نگاه دانش، تهران، ایران.
عابدی جعفری، عابد و امیری، مجتبی (1398). فراترکیب، روشی برای سنتز مطالعات کیفی. حوزه و دانشگاه روش‌شناسی علوم انسانی، 25 (99).
 
 
Abedijafari, A., &Amiri, M. (2019). Meta-Synthesis as a Method for Synthesizing Qualitative Researches. Methodology of Social Sciences and Humanities, 25(99), 73-87. (in Persian)
Al-Dmour , Hani H; Ali , Wasim Khalil & Al-Dmour, Rand H , (2019) , The Relationship Between Customer Engagement, Satisfaction, and Loyalty , International Journal of Customer Relationship Marketing and Management, Volume 1, Issue 2
Aubert-Gamet, V., & Cova, B. (1999). Servicescapes: from modern non-places to postmodern common places. Journal of Business Research, 44: 37–45.
Barari, M., Ross, M., & Surachartkumtonkun, J. (2020). Negative and positive customer shopping experience in an online context. Journal of Retailing and Consumer Services, 53, 101985.
Becker, L., & Jaakkola, E. (2020). Customer experience: fundamental premises and implications for research. Journal of the Academy of Marketing Science, 48(4), 630-648.
Boscarato, K., Lee, S., Kroschel, J., Hollander, Y., Brennan, A., & Warren, N. (2014). Consumer experience of formal crisis‐response services and preferred methods of crisis intervention. International Journal of Mental Health Nursing, 23(4), 287-295.
Bove, L. L., & Benoit, S. (2020). Restrict, clean and protect: signaling consumer safety during the pandemic and beyond. Journal of Service Management.
Brakus, J., Schmitt, B., & Zarantonello, L. (2009), Brand experience: what is it? How is measured? Does it affect loyalty? , Journal of Marketing, 73 (2), 52-68.
Chen, T., Peng, L., Jing, B.,  Wu, Ch., Yang, J., & Cong, G. (2020). The Impact of the COVID-19 Pandemic on User Experience with Online Education Platforms in China. Sustainability. 12. 7329. 10.3390/su12187329.
Dhaval, V., & Gerrit, C. (2005). Experience as ‘Meaning’: Creating, Communicating & Maintaining in Real-Spaces. Italy: Spaces, Places & Experience in HCI.
Diebner, R., Silliman, E., Ungerman, K., & Vancauwenberghe, M. (2020). Adapting customer experience in the time of coronavirus. McKinsey & Company, 1-7.
Duckett, J. (2020). COVID-19: THE LONG-TERM IMPLICATIONS FOR UK CONSUMERS. In INSIGHT.
Emmanuelli, C. (2020). Elevating customer experience excellence in the next normal, McKinsey & Company.
Eroglu, S. A., Machleit, K. A., & Davis, L. M. (2001). Atmospheric qualities of online retailing: A conceptual model and implications. Journal of Business research, 54(2), 177-184.
Erwin, E. J., Brotherson, M. J., & Summers, J. A. (2011). Understanding qualitative metasynthesis: Issues and opportunities in early childhood intervention research. Journal of Early Intervention, 33(3), 186-200.
Fernández, F. L., Fernández, P., Fernandez, P., & López, P. F. (2002). Valuation methods and shareholder value creation. Academic Press.
Garg, R., Rahman, Z., Qureshi, M.N., & Kumar, I. (2012), “Identifying and ranking critical success factors of customer experience in banks: an analytical hierarchy process (AHP) approach”, Journal of Modelling in Management, 7(2), 201-220.
Hall, M. C., Prayag, G., Fieger, P., & Dyason, D. (2020). Beyond panic buying: consumption displacement and COVID-19. Journal of Service Management.
Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun, Journal of Consumer Research, 9(2): 132-140.
Jeong, S. W. (2007). The effects of product presentation on consumer experiences, emotion, and website patronage intention towards an apparel website.
Judson, T. J., Odisho, A. Y., Young, J. J., Bigazzi, O., Steuer, D., Gonzales, R., & Neinstein, A. B. (2020). Implementation of a digital chatbot to screen health system employees during the COVID-19 pandemic. Journal of the American Medical Informatics Association, 27(9), 1450-1455.
Kanakaratne, MaheshanDe Silva; Bray Jeffery; Robson, Julie. (2020). The influence of national culture and industry structure on grocery retail customer loyalty, Journal of Retailing and Consumer Services, Volume 54.
Kawaf, F., & Tagg, S. (2017). The construction of online shopping experience: A repertory grid approach. Computers in Human Behavior, 72, 222-232.
Khanifar, H& Moslemi, N (2017), Qualitative Research Methods, V01, Negahedanesh Publication, Tehran, Iran. (in Persian)
Khodamoradpoor, M., Moharramzadeh, M., Yektayar, M. (2020). Relationship Between Key Drivers Customer Experience with Perceived Value and Loyalty of Them (Investigation of Players in the Football Premier League as a Clubs Internal Costumer), Consumer Behavior Studies Journal, 7(1), 72-88. (in Persian)
Klaus, P. (2013). The case of Amazon. com: towards a conceptual framework of online customer service experience (OCSE) using the emerging consensus technique (ECT). Journal of Services Marketing.
Meyer, M. A. (2020). COVID-19 Pandemic Accelerates Need to Improve Online Patient Engagement Practices to Enhance Patient Experience. Journal of patient experience, 7(5), 657-664.
Nysveen, H., Pedersen, P. E., & Thorbjørnsen, H. (2005). Explaining intention to use mobile chat services: moderating effects of gender. Journal of consumer Marketing.
Ranganathan, C., &S. Ganapathy (2002). Key dimensions of business-to-consumer web sites, Information and Management, 39 (6): 457-465.
Rose, S., Clark, M., Samouel, Ph., & Hair, N. (2012). Online Customer Experience in e-Retailing: An empirical model of Antecedents and Outcomes. Journal of Retailing. 88. 308–322.
Sandelowski, M., Barroso J., & Voils C.I. (2007) "Using qualitative metasummaryto synthesize qualitative and quantitative descriptive findings", Research in Nursing & Health, 30(1 ): 99-111.
Singh, R., & Söderlund, M. (2020). Extending the experience construct: an examination of online grocery shopping. European Journal of Marketing.
Song, w. (2012). B2CE-commerce customer experience impact on customer loyalty research JINAN. Shandong University.
Srivastava, M., & Kaul, D. (2016) . Exploring the link between customer experience–loyalty–consumer spend , Journal of Retailing and Consumer Services, 277 – 286.
Trevinal, A. M., & Stenger, T. (2014). Toward a conceptualization of the online shopping experience. Journal of Retailing and Consumer Services, 21(3), 314-326.
Viera A J., Joanne MD., & Garrett, M. (2005) "Understanding InterobserverAgreement: The Kappa Statistic, Family Medicine, 365-369.
Walden, S. (2018). translated by Hojjatollah dehghan, Seyed Bagher Fattahi & Mohammadreza Madadi, Customer Experience Management Rebooted, Are you an experience brand or an efficiency brand? Sanaye Danesh, Tehran, 1th edition. (in Persian).
Wang, L., Tang, H., Liu, D., & Xing, C. (2017). Study on Customer Experience Dimension Based on Online Shopping reviews of MI’s Products. In MATEC Web of Conferences (Vol. 100, p. 05024). EDP Sciences.
Ward, S., & Gibson, R. (2008). European political organizations and the internet: mobilization, participation, and change. In Routledge handbook of internet politics (pp. 41-55). Routledge.
Wolfinbarger, M., & Gilly, M. C. (2003). eTailQ: dimensionalizing, measuring and predicting etail quality. Journal of retailing, 79(3), 183-198.
Yoo, Se Ran; Lee Suk Won & Mo Jeon Hyeon, (2020). The Role of Customer Experience, Food Healthiness, and Value for Revisit Intention in GROCERAN, Sustainability, 12: 23-59.
Yuen, K. F., Wang, X., Ma, F., & Li, K. X. (2020). The psychological causes of panic buying following a health crisis. International Journal of Environmental Research and Public Health.
Zhao, Y., & Bacao, F. (2020). What factors determining customer continuingly using food delivery apps during 2019 novel coronavirus pandemic period?. International journal of hospitality management, 91, 102683.
Zinuner L. (2006) "Qualitative meta-synthesis: A question of dialoguing with texts", Journal of Advanced Nursing, 53(3): 311-318.
 
 
مطالعات رفتار مصرف‌کننده
دوره 8، شماره 4
بهمن 1400
صفحه 84-106

فایل ها

هم رسانی

ارجاع به این مقاله

آمار